William Moorcroft was employed by Staffordshire pottery manufacturers James Macintyre & Co. Ltd. as a designer in 1897, and after a year he was responsible for the company's art pottery studio.
William Moorcroft created designs for the Macintyre's Aurelian Ware range of high-Victorian pottery, which had transfer-printed and enamelled decoration in bold red, blue and gold colours. He also developed the art nouveau-influenced Florian Ware which was decorated entirely by hand, with the design outlined in trailed slip using a technique known as tubelining. William Moorcroft's designs won him a gold medal at the St. Louis International Exhibition in 1904.
Each piece of pottery produced was personalised with Moorcroft's own signature or initials.
William Moorcroft and James Macintyre & Co. Ltd. split up in 1913 and Moorcroft founded his own factory nearby. Some finance came from the famous London store Liberty, and Liberty continued to exercise control over Moorcroft until 1962.
Moorcroft's reputation was further enhanced with the appointment of the Moorcroft company as Potter to HM The Queen in 1928. more...On the death of William Moorcroft in 1945, his elder son, Walter, took over management and design and he continued in this position until his retirement in 1987, after which he continued contributing to Moorcroft designs.
During the tenure of Walter Moorcroft, the Liberty store's interest in Moorcroft was purchased by Moorcroft in 1962.
In the 1980s Moorcroft got into financial difficulties as a result of rising wages and fuel, which were exacerbated by the labour intensive techniques employed by Moorcroft and the company went through several changes in ownership with the result that from 1993 the company was controlled by the Edwards family, which is still the case.
The young 24 year old designer Rachel Bishop joined Moorcroft in 1993, as only its fourth designer in almost a hundred years and her designs become immediately popular. In 1997 the Moorcroft Design Studio was formed with eight designers, and with Rachel Bishop as head designer.
Moorcroft celebrated its centenary in 1997, marking the year that William Moorcroft joined MacIntyre as its founding date, rather than the year the company was founded.
Moorcroft is still producing art pottery in its own distinctive design style, and with astute promotion and limited edition designs including Australian flora and flora, is selling more than it did in the mid-1920’s, its previous heyday.
A rare MacIntyre 'Revived Cornflower' tall double gourd form vase, the red dominant floral design on a mottled green and dark blue ground, elegant double gourd form, impressed shape no.166 to base, full signature in green for William Moorcroft, pri
Florian Ware MacIntyre cornflower butter dish, 1900, with plated lid and stand., signed in monogram 'WM' stamped 'Florain Ware Jas Macintyre Co Ltd Burslem England. RdNo 326471', height (including stand) 14 cm, diameter 13.5 cm, weight 598g
A William Moorcroft MacIntyre Florian Ware two-handled vase, of tall tapering circular section with short foot, decorated with a version of the peacock design in light and dark blue. Printed marks and green painted signature. c.1900-1902. Height 23 cm
Moorcroft James MacIntyre 'Iris' plate finely tube-lined with Art Nouveau painted irises & forget-me-nots in tones of blue and green, on a cream ground. Stamped to the base. Condition: good, minor crazing, wear to the base, diameter 27 cm
William Moorcroft, Macintyre' Twin-handled Vase, c. 1907, Rose, Tulip and Forget-me-not' pattern, decorated with sprays of flowers against a cream ground, signed in green 'W. Moorcroft', printed Macintyre mark and registered design number,
William Moorcroft, Florian Ware' Vase, c. 1900, Fleur-de-lys' pattern, decorated with blue flowers and leaves against a light blue ground, signed in green 'W. M. des', with printed Florian Ware mark and registered design number, height 20 c
Moorcroft, a Malahide (Bottle Brush) vase, 1995, limited edition 47/200, designed by Rachael Bishop, impressed and inscribed: Moorcroft, Made in England, 'Malahide Made for James MacIntyre and Co. Ltd., Leeds', initialled Wm, copyright 95, 12 cm hi
Moorcroft 'Glendair Carp' vase by Kerry Goodwin of bottle form, from the Legacy collection, in the manner of the early Florian carp pattern, limited edition numbered 72, dated 2012, impressed centenary backstamp. Condition: good, minor wear to the
William Moorcroft, Macintyre Vase, 1912, Cornflower' pattern, decorated with flowers amongst foliage on cream ground, signed in green 'W. Moorcroft' and dated '1912', with printed Macintyre mark, restored rim, height 17.4 cm
William Moorcroft, MacIntyre Tobacco Jar, c. 1912, 'Cornflower' pattern, with screw-turn lid, decorated with flowers on a mottled green ground, printed 'W H C M', with printed 'MacIntyre mark, height 12.8 cm. Provenance: The Estate of M
William Moorcroft for Liberty & Co., Florian Ware vase, c. 1908, 'Poppy' pattern, decorated with poppies and leaves in tones of blue and green, signed in green 'W. Moorcroft des.', printed 'Made for Liberty & Co.', with regi
William Moorcroft, Florian Ware Low Bowl, c. 1900, 'Cornflower' pattern, decorated with flowers outlined in white slip against a green and blue ground, signed in green 'W. M. des, height 7 cm diameter 25 cm. Provenance: The Estate of Mary Smart
William Moorcroft, MacIntyre vase, c. 1907, 'Rose, Tulip and Forget-me-not' pattern, decorated with sprays of flowers and highlighted with gilding against a cream ground, signed in green 'W. Moorcroft', printed 'MacIntyre mark and hand
William Moorcroft, MacIntyre Twin-handled vase, c. 1905, 'Lilac' pattern, painted to the upper body with panels of lilacs and leaves, highlighted with gilding against a cream ground, signed in green 'W. Moorcroft', printed 'MacIntyre ma
William Moorcroft, MacIntyre vase, c. 1907, 'Rose Garland' pattern, decorated with swags of roses and highlighted with gilding against a cream ground, signed in green 'W. Moorcroft', printed 'MacIntyre mark and hand painted 'M2837/9
William Moorcroft, MacIntyre jardiniere, c. 1907, 'Rose, Tulip and Forget-me-not' pattern, decorated with sprays of flowers against a cream ground, signed in green 'W. Moorcroft', printed 'MacIntyre mark and hand painted 'M2875'
William Moorcroft, Florian Ware Twin-handled vase, c. 1905, 'Poppy' pattern, decorated with blue poppies against a cream ground, signed in green 'W. Moorcroft', with printed Florian Ware mark and registered design number '401753', h
William Moorcroft, Florian Ware Solifleur vase, c. 1902, 'Forget-me-not' pattern, decorated with flowers in tones of yellow, green and blue against a pale blue ground, signed in green 'W. M. des', with printed Florian Ware mark and register
William Moorcroft, Florian Ware vase, c. 1900, 'Poppy and Leaf' pattern, decorated with sprays of blue flowers against a light blue ground between panels of fleur-de-lys, incised 'W. M. des', with printed Florian Ware mark and registered de
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